American consumer misconceptions about bovine spongiform encephalopathy (BSE) and foot-and-mouth disease (FMD) may be having an impact on purchases of beef and other animal products, according to a survey conducted in April by public relations firm Porter Novelli. Fourteen percent of respondents said they already have changed their food purchase or eating habits based on reports they had recently seen or heard regarding BSE and FMD.
The survey, conducted among primary food shoppers, underscores the need for more public education to help consumers understand distinctions between the two conditions and to alleviate unnecessary fear when purchasing animal products in the United States.
“American consumers understandably are very confused,” said Dan Snyder, director of Porter Novelli Washington’s Food, Beverage, and Nutrition Practice. “The U.S. must stay vigilant to ensure that we prevent BSE and FMD from entering our food supply. At the same time, our survey indicates the need for a national consumer education campaign to help clear up the confusion.”
As an example of the confusion, shoppers’ response to a question asking what actions they would take if BSE were found in the United States, and asking the same if FMD were found in the United States, were very similar. Even though FMD cannot infect humans, there was little difference in the responses: 71 percent indicated they would eliminate or reduce ground beef from their diet if FMD were found in U.S. livestock, and 80 percent indicated the same if BSE were found in the U.S.
Additionally, approximately half of all respondents said they would eliminate or reduce their consumption of other animal products, such as other meat, chicken, milk, and cheese.
The survey also showed that:
• 19 percent incorrectly thought that BSE and FMD were the same;
• 27 percent incorrectly thought there was a direct link between the two; and
• 46 percent incorrectly thought that cows with FMD could infect humans.
When asked whom they would trust most to assure them that FMD is not contagious to humans, the respondents cited U.S. government agencies first and foremost – such as the U.S. Department of Agriculture, Food and Drug Administration, or Centers for Disease Control and Prevention – followed by physicians, and independent scientists.
The Porter Novelli survey was conducted by telephone to a random, national probability sample of 815 primary food shoppers (451 women and 364 men).
June 2001 Render